Supportive fans are willing to spend money? Research on the “Oshikatsu” culture that supports the Japan market

The term "Oshi" refers to one’s "favorite" of something or someone, such as idols, fictional characters, athletes, and objects. It is widely believed that the word "Oshi" was coined when ardent idol fans called their favorite idols their "Oshi." Nowadays, the word "Oshi" is widely used by everyone from diehard fans to casual fans, regardless of genre or generation.

The term "Oshikatsu" refers to activities in support of one's "Oshi." The term has become such a major word that it was nominated for the "U-CAN New Word / Buzzword Award"* (for the 38th "Basic Knowledge of Modern Terminology") for the year 2021.

*The "Basic Knowledge of Modern Terminology" U-CAN New Word & Buzzword Award
Among the various "words" that were created during the year, this award selects new words and buzzwords that were widely popularized and that reflect the state of the world in a witty way, and also honors people involved in coining the word.

The number of searches for "Oshikatsu" has increased steadily over the last two years.

The graph above was created using Dockpit, VALUES' online behavioral analytics tool that enables users to analyze competitor websites and research trends using behavioral data updated monthly within the browser.

“Oshi" in "Oshikatsu" covers a wide range of subjects. Specifically, any "things you like" are considered your "Oshi," regardless of genre, and include subjects such as idols, actors, anime characters, and so on. The following are some typical "Oshi."

◆ Real people (3D / Real-life)
Idols, artists, singers, actors, voice actors, YouTubers, cosplayers, athletes, authors, historical figures, animals, etc.

◆ Characters (2D)
Anime, game, and manga characters, mascot characters, VTubers (*), anthropomorphic characters of things, etc.

◆ Others
Railways, buildings, statues of Buddha, etc.

*VTuber (Virtual YouTuber): A person who posts videos and conducts livestreams using a character (avatar) drawn in 2D or 3D computer graphics.

There are wide range of "Oshikatsu" activities. The following are some "Oshikatsu" activities that are practiced.

・Watching of TV programs, movies, videos/content, etc.
・Purchasing CDs, DVDs, Blu-rays, and music content
・Purchasing merchandise, books, magazines, etc.
・Attending live concerts
・Gathering information on a daily basis
etc.

Some people feel that "Oshikatsu" is an essential activity that helps enrich their lives.
People who engage in "Oshikatsu" have a psychological need to support their "Oshi" by spending money, to incorporate their "Oshi" in their day-to-day lives, and to watch programs and content featuring their "Oshi" over and over.
Many people find it fulfilling to cheer someone on, and sometimes, they even develop and enjoy feelings similar to love. It can be said that a culture that finds value in cheering on others in support is being fostered.

The following section introduces the actual situation of consumers based on the results of a survey conducted by VALUES, Inc. regarding "Oshikatsu."

[SURVEY SUMMARY]
Target subjects: VALUES, Inc.'s consumer panel, male and female over 20 years old
Survey region: All over Japan
Survey period: Start of survey: August 4, 2022 - End of survey: August 17, 2022
Samples collected: 21,416ss
About the weighted tabulations: All figures shown are the results after weighted tabulations according to the population by gender and age group and Internet usage rates.

9,860 respondents, or about half of the total, spent JPY 200,000 or more on "Oshikatsu." Male idols and Takarazuka actors (*) were at the top of the list. It is likely that those who have concerts or performances to attend for “Oshikatsu” activities spend more money on their "Oshi."

*Takarazuka actors...refers to actors who belong to the Takarazuka Revue, a theatre troupe composed entirely of women. Figures who graduated from Takarazuka Revue may also be included.

When asked “whether they have an ‘Oshi’ or not,” approximately 60% of respondents answered that they have an “Oshi.” 82.4% of women in their 20s have an "Oshi."

In order of popularity and those who had the most fans, in 1st place was a real-life male TV personalities / artists, followed by real-life female TV personalities / artists, and in 3rd place was streamers / content creators. It seems that streamers / content creators, such as YouTubers, are gaining a level of popularity comparable to celebrities.

2D (anime and manga) male characters are also popular, ranking 5th. The spread of “Otaku culture” appears to behind the growth of “Oshikatsu.”

In recent years, with social media, not only are ties between fans stronger but the ties between fans and the “Oshi” have also been strengthened.
In this survey, we also asked about the social media usage, which can be summarized as follows.

Among fans of real-life idols, 80% used YouTube, 60% used Instagram, and 30% used TikTok for their "Oshikatsu" activities. It is thought that this is due to the fact that idols are actively making official announcements, such as the release of new songs and concert information, on each social media platform. YouTube may be actively used for "Oshikatsu" activities because it can be used to view music videos and live performances.

In another survey conducted by VALUES, Inc. in the summer of 2022, it was found that men and women tend to answer differently to the question "What prompts you to subscribe to a channel on YouTube?" While many men gave reasons such as "when I feel that..." or "Just because," women said, "I want to rewatch videos” or "I want to support it" as their top reasons for subscribing to a channel. In particular, 42% of women in their 20s and 30s answered, "when I want to support a channel or become a fan of a channel," which clearly shows that young women are engaged in "Oshikatsu" on YouTube.

More than 60% of the respondents who have an anime or manga character as their "Oshi" use Twitter for "Oshikatsu" activities. pixiv* usage also tended to be high.
*pixiv: Social media platform where users can post their own works (illustrations, manga, novels) and receive support and feedback from other users.

Both Twitter and pixiv are used for posting and viewing works created by users themselves. This is thought to be due to the culture of "2D derivative work.”

▼Data from Dockpit was used in parts of this case study. Dockpit is an online behavior analytics tool provided by VALUES, Inc., and it allows you to access online behavioral data (updated monthly) via your browser so you can research competitor websites and investigate trends. There is a FREE version of Dockpit, so if you are interested in using it, please register below.